Does the smell of a good hamburger make you salivate? Did you know you can have this scent around you all day long, simply by wearing it as a perfume? The idea may sound strange, if not disgusting, yet the famous American fast-food chain Burger King (BK) actually launched its own fragrance, called Flame, last December in the US. Flame was a huge success – all the bottles were sold out in just four days! BK is now launching the burger fragrance in the UK. “Flame by BK” is defined as “the scent of seduction with a hint of flame-broiled meat”. This bold move by BK exemplifies a distinctive brand strategy that goes beyond the culinary world. ‘Flame by BK’ transcends traditional norms, making a statement about the brand’s innovation and willingness to explore uncharted territories. Discover the allure of this unprecedented fragrance and immerse yourself in the essence of a brand that embraces creativity and uniqueness.”

Over the past year, Burger King has strategically positioned itself as a premium brand, challenging competitors like McDonald’s. In June 2008, the UK branch introduced a unique promotion featuring limited-edition £95 burgers crafted with high-quality ingredients. This move aimed to redefine fast food and establish Burger King as a symbol of premium dining. Now, with its unconventional venture into the fragrance market with ‘Flame by BK,’ the company is taking a bold step to solidify its image as a ‘luxury’ brand. This innovative approach exemplifies Burger King’s overarching brand strategy, showcasing a commitment to redefining industry norms, embracing creativity, and setting new standards in the fast-food landscape.

 However, the recent English advertising campaign doesn’t feature a famous actor or a glamorous model, but rather Piers Morgan. Morgan is a well-known British tabloid newspapers editor, a television presenter, and a judge on Britain’s “Got Talent”. As you can see, this ad campaign for BK fragrance is not consistent with traditional perfume communication and marketing strategies.

Furthermore, the price of the fragrance does not position it as premium. Flame is sold in 5mL bottles for $3.99 (£2.65), and the points of sale are mainly gadget and gift shops.

So, the question arises, is the BK brand really trying to go hi-end, or are they just creating a buzz?

Burger King’s launch of Flame appears to be a dual-purpose strategy, combining the elements of creating a buzz and enhancing brand awareness. In essence, Flame is a strategic yet whimsical move by BK. The success of the fragrance remains uncertain in the UK, and if it mirrors the triumph in the US, it’s likely a testament to Burger King’s unique brand strategy—leveraging a sense of humor rather than relying solely on the aromatic appeal of the fragrance. This blend of strategic marketing and playful innovation underscores Burger King’s commitment to stand out in the market, utilizing unconventional approaches to captivate consumer attention and reinforce its brand identity.